This case describes the social cultural challenges confronted by Mr. Srikanth, President, Rotary Club, Chennai in making a village near Chennai in rural Tamil Nadu, Open Defecation Free (ODF). It highlights the role of a non-profit organization such as the Rotary Club and behavioural change consultants such as Feedback Foundation in the effective deployment of toilet construction and bringing about a social cultural change in village communities towards acceptance of ODF. The case also points to the of critical need of Swachh Bharat Mission addressing the socio cultural issues and bringing behavioural change, towards acceptance of ODF.